Why your keyword-led SEO strategy isn’t working (and what to do instead) with Eli Schwartz

January 19, 2022
Content Logistics | Content Marketing | Search Engine Optimization

Episode Summary

In the episode “Why your keyword-led SEO strategy isn’t working (and what to do instead)” of the Content Logistics podcast, Eli Schwartz shares his insights on the limitations of traditional SEO strategies and the potential of product-led SEO. He advises early-stage companies to focus on paid media for instant gratification before building an SEO strategy around their performance strategy. Schwartz highlights the challenges of tracking customer conversion from search, especially in industries with long conversion times and multiple touchpoints. He cites Zillow as an example of successful product-led SEO, where visibility is created for every address in America, building brand and authority in a slower but more effective way. For those new to SEO, Schwartz recommends starting by understanding the customer and their needs. He encourages creativity in finding the white spaces within the search, emphasizing that understanding users and their unmet needs can’t be bought.

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